How to open a company blog and why?

Open a company blog is important to
optimize your business … B2B marketers who use a corporate blog in their
communication strategy have reached 67% more users and leads in the last three
years.

The statistics reported by the
Hubspot and Business2Community platforms are clear: open a company blog is a
decisive and indispensable step for businesses that wish to enhance their
online existence.

Most small and medium-sized
Italian companies invest their online resources in the development of a decent
corporate site and in the management, often reduced to the bare minimum, of
social networks. These activities are essential to have good visibility on
search engines, but they are not sufficient: in order to reach new potential customers
and exploit the potential of the web optimally, it is essential to improve
direct communication with users and share experiences with them business.

In order to develop an ideal
communication with its customers it is essential to open a company blog, which
is an online space dedicated exclusively to the publication of articles
regarding the possible topics of interest for the target user of the company. A
company blog quality allows the business not only to improve its web
reputation, but also to improve itself in SEO and position itself effectively
in search engines.

But what are the methods to open
a corporate blog and manage it effectively?

How to open a company blog?

If you have decided to optimize
your online business and open a corporate blog, you should know how to do it
optimally

1. Buy a domain and choose a name

Before buying a domain, or the
online space in which to create your own page, it is good to make sure that it
is not a trademark already registered or that it is not similar to that of a
competitor, so as not to encounter problems of privacy or branding. It is also
recommended to purchase a top-level domain as it allows a particularly high
margin for customizing content. Finally, the domain name should usually
coincide with the name of the business for a question of immediacy and online
recognition.

2. Choose hosting

Hosting means the network service
that allows the company web page to be placed on a server. The most well-known
hosting are ServerPlan, Siteground, Aruba, GoDaddy and Bluehost: to start with,
network services are recommended that do not include an excessive amount of
traffic and that have financial plans specifically designed for companies
without particular online experience.

3. Choose the blog placement: internal or external to the company website

It is possible to open a company
blog either within an existing site, as a folder or subdomain, or separately
from the web page, thus purchasing new domains and hosting. To encourage
positioning within search engines and for a question of branding it is always
recommended to open a blog with the same domain as the company page.

4. Install the appropriate CMS: WordPress

Following the purchase of a
domain and the choice of a hosting, it is necessary to install the CMS: the
most used and simplest CMS to use is WordPress, an open source platform that
allows even the least experts to manage a blog in an optimal manner. WordPress
is in direct relationship with Google: the contents produced on WordPress are
easily indexable for the search engine.

5. Choose the template

The choice of the theme is
fundamental for a blog: the aesthetic impact that a web page has on visitors
determines 50% of its success. It is essential that the graphics of a corporate
blog are light, with a simple and clean HTML code and above all with a
Responsive design, that is, with a design capable of adapting optimally and
without distortion to all types of devices. WordPress offers free and paid
templates, but it is always recommended to entrust the graphic design of the
blog to a professional.

Why is it important to open a company blog?

Opening a company blog is an
indispensable activity for all the companies that want to optimize their online
activity; sharing content within the blog allows the company to improve some
business processes by achieving significant goals …

Intercept customers

Opening a company blog allows
users to find business content posted on the blog through informational
searches, in other words simply by searching through a search engine on topics
covered in published articles. In order to intercept new potential customers,
it is essential to insert specific keywords within the articles: an SEO
oriented writing able to optimize the produced contents is the key to intercept
the users’ needs.

Improve corporate web reputation

Creating a successful business
blog can reduce the distance between the company and its potential customers.
Publishing articles produced in person is fundamental to personalize one’s work
and therefore to give a clear and precise image to the company: the blog must
not be a simple archive of news, but a bridge between company and customer.

Customer loyalty

By opening a corporate blog, it
will be possible to retain its users not only by producing interesting content,
but by trying to publish extra content such as images, videos or e-books on the
web page: the ability to access this content can convince the customer to
subscribe to email marketing lists or follow the company’s activities on social
networks.

Get inbound links and improve SEO ranking

The publication of articles
regarding interesting content for the corporate target, but at the same time
not strictly related to the brand in question, can be an effective tool for
obtaining incoming links. To do SEO links are needed and to get quality links
it is essential to produce highly specific and optimized content. The market
analyzes carried out by Hubspot show, in fact, that companies engaged in
blogging activities receive 92% more links than those who do not have a company
blog.

Gather testimonials from industry influencers

Blogs are the most suitable
formats for hosting interviews or testimonies of authoritative figures in their
sector …

a page chosen by a qualified and
recognized personality to convey a message easily proves to be a reliable and
specialized source. Furthermore, sharing an interview with an influencer can
allow the company to take advantage of the possibility of
“reposting”, or the opportunity to repeatedly share the statements
made, always citing the blog itself as the source.

Open a company blog: Tips before you start

Opening a company blog is an
investment of time and energy and requires the right preparation; here are
three activities to be carried out necessarily before opening your blog:

1. Search for the target audience

The choice of the target audience
is essential to fix the type of content to be explored in the blog articles:
identifying the target audience it is possible to analyze their needs and
hypothetical online researches, thus trying to produce relevant content in
order to be traced by users.

2. Create an editorial plan

To be successful it is necessary
to post articles with a regular frequency: the constancy in the publication
allows, in fact, the reader to establish a precise frequency in visiting the
company blog. To keep the situation under control and manage the blog
optimally, it is essential to develop an editorial plan that summarizes the
publication activity of all the articles.

3. Make Bench Marking: analyze the competition

Before choosing the topics for
the articles, analyze which links are the most clicked by your potential
customers, study the content marketing methods applied by the competition and
collect the results of your analysis in an Excel file to have a precise action
plan. In this way, you will be able to publish posts with qualified and
interesting contents that will allow you to increase the visibility of the
blog.

Hi, I am Sagar Chowdhury; I am an entrepreneur, father, mentor and adventurer passionate about life. At this moment, I am working with depression and anxiety; here is my blogs how to recover from anxiety and how to fight with anxiety. I hope everyone will like my blogs.